 I think I'm going to gag if I see another hand with a seedling coming out of it that I've had. We can't keep on trying to make humans more sustainable. We have to make sustainability more human. That's the key to it. Absolutely. I think the FMCG and CPG industry, we've established an enormous background of societal behaviour influence. There's a role that the industry has played, probably greater than many other industries over this period, in coaching this societal acceptance of consumption. It's in the names, in the acronym, right? But I think that gives us an enormous opportunity because we've demonstrated we can do it. So we can do it again. And I think helping people to shift to more sustainable behaviours is more than just a responsibility. I think actually it's a commercial opportunity. That's the future of where FMCG needs to evolve too. But we hit resistance as soon as we use the S word and start talking about sustainability overtly. Three out of five people are saying, I actually don't relate to sustainability at all. And if that's four and a half billion people, that's where growth is going to come from. So what is it that motivates people to undertake more sustainable behaviours? We have to frame sustainability in a way that they understand, which speaks to a value which they probably hold closer to them most of the time. That's the key way to do this. We talk about the four and a half billion people, but actually quite a lot of them can't change that much because they're living in poverty. And so the onus is actually, let's say bluntly, the onus is on rich people or richer people, particularly in the north and the west, to make the changes faster than anyone else. Absolutely, which brings us right back to the opportunity for FMCG as an industry. We are very expert at influencing behaviours and predominantly in those geographies. So I think it's not to start. It's very much we're partway through the journey, but I think this is the opportunity to strengthen it and to accelerate it.